Japan’s toilet jokes are on you. Innovation is flourishing.

Is Japanese manufacturing in the toilet? Absolutely not — though it might be the first place to look to understand how the country’s firms are changing.

One of the most surprising stories in corporate Japan in recent months has been the emergence of semiconductor materials as a significant profit driver at the most unlikely of companies: Toto, better known as the maker of washlet high-tech toilets.

While the firm has been making headlines since the pandemic as the popularity of its heated, water jet-equipped thrones grew overseas, a far smaller division that makes high-quality ceramics for the semiconductor industry has been growing to contribute more than 30% of Toto’s profit. The segment has an enviable margin of more than 40%, compared with just 5% in its mainstay sales of toilets in Japan. While the company has been involved in the semiconductor business for decades, the segment has only recently become a profit center.

But it’s not just Toto: The episode highlights an underappreciated facet of Japanese companies which, far from sliding into irrelevancy, have instead pivoted to new industries that are often far more lucrative.

There’s a popular perception that Japanese innovation is dead — or superseded by China. It’s not hard to see where that comes from: Many consumer brands are less visible than they used to be. Just as there was no Japanese iPhone, there is no ChatGPT or Deepseek grabbing news headlines.

It’s not that long ago that Japanese brands were everywhere: Premier League teams carried sponsors on their shirts and major sporting events like the Olympics were full of advertisements for the likes of Fujifilm Holdings or Panasonic Holdings. But what struck me while watching last summer’s Euro 2024 football tournament — whose final attracted some 320 million global viewers — was that the majority of branding came from Chinese firms.

Television ads by Hisense Home Appliances Group had replaced the likes of Panasonic. The lack of visibility is only set to deepen with Toyota Motor and Panasonic, the last remaining Japanese top-tier Olympic sponsors, pulling their endorsement. But it’s a mistake to think that lack of visibility means declining relevance. Toto is just one example of how many successful firms have sought to reinvent themselves, entirely or in part, by moving out of easily imitated consumer-facing brands and rising up the value chain into specialized, hard-to-make materials.

This shift is one of the themes of Japan Re-Emerges, a recent book by Ulrike Schaede, professor of Japanese Business at the School of Global Policy and Strategy at the University of California, San Diego. More than anyone, she’s been highlighting something little understood even locally — that just because you don’t see technological innovation, it doesn’t mean it’s not there.

Schaede terms this "Japan Inside,” in a nod to the "Intel Inside” stickers that used to adorn generic PCs to inform you that they contained what was then a coveted microchip. "Hardly a day goes by that we do not use a product with a critical input material or component that is made in, by or with Japan,” she writes. But this change has made the nation’s technology leadership "much less visible.”

Once-ubiquitous camera makers like Fujifilm and Olympus didn’t collapse like Eastman Kodak; instead, they moved into other industries — chip materials, but also cosmetics health care and advanced medical equipment. These days, profit at both firms dwarf what they made when they were household names in the West.

Examples abound of these companies and components: Ajinomoto is another that has seen profit surge, not because of demand for the MSG seasoning that it invented, but because of its dominance in a product known as Ajinomoto Build-up Film, the primary insulation material for semiconductors, stemming from its research into amino acids. The firm’s net income has doubled in the past decade, with shares recently hitting a record high.

On a recent trip, I stayed at a hotel in Akita clearly built in the bubble era of the 1980s, where the slightly decaying bathroom sink carried a familiar logo: that of Hitachi. The conglomerate has long since sold off its housing-equipment operations and these days at the core of its business is Lumada — a digital solutions segment you’re unlikely to have heard of unless you’re in the industry, but one that contributes more than one-third of the company’s revenue. Its stock has risen more than threefold over the past 24 months.

Of course, these transitions aren’t always successful. To continue the toilet theme, and perhaps with a more apt metaphor, that same Akita hotel where I stayed had one that was manufactured by Toshiba — a firm whose transition to nuclear energy triggered its downfall. And companies will have to continue to innovate to maintain their success. Toto itself might one day be an example; it faces competition for high-tech toilets these days, mostly from other domestic rivals, but if the segment truly takes off overseas, expect more foreign imitators. But for now, as Toto shows, many companies are still flush with innovation.